DAMPAK HEURISTIK BIAS PADA KEPUTUSAN KEWIRAUSAHAAN PETERNAK SAPI PERAH (STUDI KASUS PADA KELOMPOK PETERNAK SAPI PERAH DI KABUPATEN MAGELANG)
DOI:
https://doi.org/10.31539/costing.v8i2.14622Keywords:
Ekonomi Perilaku, Heuristik Bias, Kewirausahaan, Pengambilan KeputusanAbstract
Penelitian ini mengeksplorasi faktor kognitif dan eksternal yang memengaruhi pengambilan keputusan wirausaha di kalangan peternak sapi perah, dengan fokus pada bias heuristik dan dukungan eksternal. Studi kasus dilakukan pada Asosiasi Peternak Sapi Perah Tri Argo Mulyo di Kabupaten Magelang, dengan empat responden yang dipilih secara purposive berdasarkan senioritas, pengalaman, usia, lama usaha, dan keberhasilan bisnis. Metode penelitian yang digunakan mencakup wawancara mendalam dan Focus Group Discussions (FGD) untuk mendapatkan wawasan komprehensif terkait proses pengambilan keputusan. Hasil penelitian menunjukkan bahwa bias representatif berperan signifikan dalam keputusan awal peternak, yang cenderung mengandalkan kisah sukses anekdot dibandingkan analisis objektif. Selain itu, jejaring sosial dan dukungan eksternal, seperti koperasi dan subsidi pemerintah, turut berkontribusi dalam aspek finansial, pengetahuan teknis, dan akses pasar. Namun, tantangan utama yang dihadapi adalah rendahnya produksi susu, yaitu hanya 1.100 liter per hari, jauh dari batas minimum 5.000 liter yang diperlukan oleh industri pengolahan susu. Kesimpulan penelitian menekankan perlunya mengurangi bias kognitif guna meningkatkan keputusan berbasis data. Rekomendasi bagi peternak mencakup peningkatan kesadaran terhadap bias heuristik dan pentingnya analisis data, sedangkan bagi pemerintah daerah, diperlukan program pelatihan yang lebih terarah serta akses informasi yang lebih baik. Penelitian selanjutnya disarankan untuk memperluas jumlah responden dan cakupan wilayah guna mendapatkan pemahaman yang lebih komprehensif mengenai pengambilan keputusan dalam agribisnis.
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